Smart & Fast: Learn to Tailor Navigation to Customers

Good navigation (backed by good site architecture) is the gift that keeps on giving. Here are some quick reads to inspire you and focus your thinking as you plan site changes or redesigns. The key point of all these posts is to align navigation to business goals and customer needs. This list includes reading for […]

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March 26, 2014

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Good navigation (backed by good site architecture) is the gift that keeps on giving. Here are some quick reads to inspire you and focus your thinking as you plan site changes or redesigns. The key point of all these posts is to align navigation to business goals and customer needs. This list includes reading for big and small sites, retailers and lead generators.

Site Headers & Website Priorities — This post takes a close look at the use and value of top navigation. The top part of your web page (the header) is the most viewed section of the page and should treated with respect. In this post, you’ll find examples of messaging and promotion prioritization for this part of your page. You also get a look at the first version of this site: while my design has changed, the emphasis in my header section has not.

Focusing Your Top Navigation on Your Top Customers — In this post, we look at how large retailers get customers to their key offerings. You’ll see that retailers like Target and Williams-Sonoma have carefully engineered their navigation to make shopping easy for key customers both with smart positing, labeling and visual cues.

4 Navigation Tweaks for Small Businesses — Small sites have to make every inch of the page count. You have very little real estate, so every entry point needs to give a clear indicator of what you are about. In this post, I look at different messaging/branding/labeling techniques that small site can use to get the most out their top navigation. I take examples from some of the best marketers out there, so it’s worth a look.

Pageviews & Self-Fulfilling Prophecies — I wrote this one in response to a post on econsultancy and I keep coming back to it. The key point is that pageviews are a great metric for publishers, but a fuzzy metric for other businesses. Why? Because high pageviews can either mean high engagement OR poor navigation. You’ll need to dig deeper to figure out which applies to you.

5 Quick Site Architecture Wins for the Holidays — This is one of those requisite posts about getting more out of the holiday shopping season. But the tips here can apply to any category, promotion or merchandise that you are trying to get more traction on. Key things here are make sure selection, availability and accessibility are optimized to make shopping easy. You’ll see that most of the tips are easy to implement.

Got any tips or topics you’d like me to add? Let me know in the comments.

Image courtesy of fotopedia

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